Overview

The course examines digital marketing strategy, implementation and executional considerations for BtoB and BtoC brands and provides a detailed understanding of all digital channels and platforms. Participants will complete the course with a comprehensive knowledge of and experience with how to develop an integrated digital marketing strategy, from formulation to implementation. Using a variety of practical tools and techniques in practical exercises and projects, students will understand using digital channels to achieve their marketing goals. Students will gain practical experience in usage of channels such as Search – SEO and SEA, Optimization and Marketing Display – Banners, Video and Beyond, Advanced topics Email – Design and Deployment Social – Networks, Media, and Content - Inbound Marketing Mobile and Emerging – Mobile Web, Apps and Ecosystems, Gaming, and beyond. By the end of the course, students will be able to: - Web Design – Leverage multiple web design frameworks for improving conversion rates on a website of any kind. Apply these design frameworks to identify areas for website improvement and to design a well-designed website from scratch. - Web Analytics – Identify the appropriate KPIs for any type of website. Make appropriate recommendations to an eCommerce website based on the conversion funnel. Understand the pitfalls surrounding attribution analysis and make recommendations to identify the highest ROI digital marketing channels. - Search Engine Optimization – Improve organic search rankings bu performing search engine optimization on a website. - Search Engine Marketing – Create a search engine marketing campaign and evaluate its effectiveness. Recommend changes that will improve the campaign’s conversion rates. - Online Advertising – Create an online display ad campaign and measures its ROAS (return on ad spend). - Email Marketing – Implement best practices in marketing to a database of current and potential customers via email. - Social media – Utilize knowledge of social media tactics to design an effective social media campaign.

Syllabus

Module 1: Digital Marketing Foundations

Welcome to MAX501 Digital Marketing! Module 1 introduces digital marketing, its importance in the modern business landscape, and the fundamental concepts and strategies used in it.

Module 2: Web Design & Landing Pages

This module covers the principles of effective web design, the importance of landing pages, and best practices for optimizing web pages for user experience and conversion.

Module 3: Web Analytics

This module focuses on web analytics, covering the importance of data-driven decision-making, key metrics, and tools used for analyzing website performance.

Module 4: Search Engine Optimization (On-site and Off-site)

This module covers search engine optimization (SEO) strategies, both on-site and off-site, to improve website visibility and ranking on search engines.

Module 5: Paid Search

This module explains the fundamentals of PPC advertising, including how to create and manage effective PPC campaigns.

Module 6: Display Advertising

This module covers display advertising, including types of display ads, targeting strategies, and techniques for creating effective display ad campaigns.

Module 7: Email Marketing

This module explores email marketing, including strategies for building email lists, creating engaging email campaigns, and measuring email campaign performance.

Module 8: Social Media Marketing

This module covers social media marketing, including strategies for creating effective social media campaigns, engaging with audiences, and measuring social media performance.

Summative Course Assessment

This module contains the summative course assessment that has been designed to evaluate your understanding of the course material and assess your ability to apply the knowledge you have acquired throughout the course.